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<\/a><\/figure>\n\n\n\nBut, what is a “partner ecosystem” exactly? Why should you want one? Is it possible that you already have one in place and just aren’t even aware of it..?<\/p>\n\n\n\n
We’ll answer all of your burning questions regarding partner ecosystems here, so you don’t have to nod and grin every time this term is mentioned, pretending you know what they’re talking about. <\/p>\n\n\n\n
Ready to dive deeper?<\/p>\n\n\n\n
What is a partner ecosystem?<\/h2>\n\n\n\n
A partner ecosystem is a network of cross-industry partners that collaborate to generate solutions.<\/p>\n\n\n\n
If you’re wondering if you’re part of a partner ecosystem, the answer is most likely yes. Do you have any reseller partners? Co-marketing partners? Partners in referrals? Partners in outsourcing? <\/p>\n\n\n\n
All of the business partnerships you’ve formed are part of a partner ecosystem centered on your company’s offerings.<\/p>\n\n\n\n
According to BGC<\/a>, most digital ecosystems (83%) involve partners from four or more industries, and more than half (53%) involve partners from at least six industries.<\/p>\n\n\n\n Having said that, the term ‘partner ecosystem’ might signify different things to different people. After all, an ecosystem will always reflect the needs of each company’s unique set of clients.<\/p>\n\n\n\n Therefore, they can appear very different.<\/p>\n\n\n\n An ecosystem could be an app store, a software comparison portal, or simply a list of the companies with which your brand partners. <\/p>\n\n\n\n You can also develop your partner ecosystem strategy by joining an existing one, just as you can construct your own.<\/p>\n\n\n\n In other words, there is no definitive answer. The trick is simply identifying the wide range of benefits that partnerships can provide to your business and accepting that they will not all fit into a single category.<\/p>\n\n\n\n The types of partners that can comprise an ecosystem are virtually limitless. <\/p>\n\n\n\n In theory, any of the 15 different forms of strategic partnerships might be included. The players in your ecosystem will be determined by your brand’s clients and their specific requirements.<\/p>\n\n\n\n Breaking down what an ecosystem can look like to acquire a better idea may be useful. As an example, consider SaaS enterprises<\/a>. Ecosystems are crucial for companies to maintain a competitive advantage in a rapidly evolving environment.<\/p>\n\n\n\n As a result, the partners that comprise a technology ecosystem often fall into three broad categories:<\/p>\n\n\n\n These are companies or persons who, either directly or indirectly, assist you in promoting your product and broadening your reach through partner marketing. <\/p>\n\n\n\n In addition to typical marketing partners such as affiliates, they may include:<\/p>\n\n\n\n These are partners that help you to promote and distribute your product. They include:<\/p>\n\n\n\n These are partners whose technologies connect in some way with your brand’s technology, such as:<\/p>\n\n\n\n You’ve been wondering if it’s the same thing. We don’t blame you if a partner ecosystem resembles a simple partner program.<\/p>\n\n\n\n There is a significant intersection.<\/p>\n\n\n\n The fundamental distinction is that a partner ecosystem acknowledges the variety of partnerships that can benefit your company. In other words, while every partner in your partner programs will be a member of your partner ecosystem, not all partnerships that could be beneficial to your brand will fall under the purview of a generic partner program.<\/p>\n\n\n\n It’s a relatively new concept, but it’s gaining increasing popularity. According to a 2018 Accenture report we mentioned earlier, 76% of business<\/a> leaders predict ecosystems will render current business models unrecognizable within the next five years. What\u2019s more, 84% of companies say ecosystems are vital to their strategy.<\/p>\n\n\n\n As a result, a whole new set of tools has emerged to enable this new thinking style. So much so that the category ‘ecosystem management’ appeared on Forrester’s channel software tech stack in 2020. Even more impressive, the number of technologies mentioned in this category doubled between 2020 and 2021!<\/p>\n\n\n\n In brief, a partner ecosystem is built on the assumption that each partner will provide their capabilities and benefits to your business.<\/p>\n\n\n\n This means a thriving ecosystem is comprised of partnerships that span numerous industries and types of partnerships, resulting in a fully comprehensive support structure for the companies involved.<\/p>\n\n\n\n A partner ecosystem can provide numerous benefits to your business. Your ecosystem plan could involve a variety of brands and collaboration types.<\/p>\n\n\n\n However, there are a few major advantages that almost any partner ecosystem would provide. <\/p>\n\n\n\n Here are some examples:<\/p>\n\n\n\n Partner ecosystems have the potential to produce incredible results for brands that invest in them. And businesses understand this.<\/p>\n\n\n\n However, brands can struggle to achieve their objectives through ecosystem development.<\/p>\n\n\n\n Accenture identified the following as common roadblocks<\/a>:<\/p>\n\n\n\n So, does this imply that ecosystems are ineffective? That is not something we would say.<\/p>\n\n\n\n But does this imply that businesses are unpracticed at implementing a successful ecosystem strategy and setting realistic goals? <\/p>\n\n\n\n Absolutely.<\/p>\n\n\n\n Let us not forget that ecosystems are a relatively new concept that has yet to be tried and tested by many. There is still much to be learned. To realize their full potential, they require an entirely new way of thinking as well as adequate resource allocation.<\/p>\n\n\n\n We know what you’re thinking:<\/p>\n\n\n\n Perhaps I should revisit this ecosystem nonsense once someone else has been the guinea pig?’<\/em><\/p>\n<\/blockquote>\n\n\n\n Wrong!<\/p>\n\n\n\n Perhaps thinking less about the risks of developing a partner ecosystem and more about the risks of not developing one will be beneficial.<\/p>\n\n\n\n In other words, if you don’t create an ecosystem, your competitors will. As a result, all of your potential partners who could have assisted you in innovating will instead be working with your competitors to disrupt the market.<\/p>\n\n\n\n According to Accenture’s research, 40% of companies in 20 industries (worth $26 trillion) are highly vulnerable to disruption. <\/p>\n\n\n\n Let’s face it: if you’re not the disruptor, you’re bound to be disrupted!<\/p>\n\n\n\n But don’t be concerned.<\/p>\n\n\n\n Developing a successful ecosystem strategy is possible, despite the common stumbling blocks we discussed earlier. It simply takes time, resources, and a willingness to adopt an entirely new mindset.<\/p>\n\n\n\n Finally, if you still need convincing, consider some brands that are already reaping the benefits of the thriving ecosystems they’ve created. Here are five of our personal favorites.<\/p>\n\n\n\n Apple’s partner ecosystem has many different facets. Like AWS and Google Cloud, Apple collaborates with partners that provide value to its customers through consulting, system integration, and other services. <\/p>\n\n\n\n However, Apple’s mobile app store is a thriving ecosystem in and of itself that deserves to be mentioned.<\/p>\n\n\n\n Over a million apps built on Apple’s technology are available in the app store. They work together to keep businesses running (think apps like DocuSign and Box), cities moving (think Uber and CityMapper), and even people housed (think Rightmove and Zoopla).<\/p>\n\n\n\n Apple is able to provide a wealth of value to its customers by allowing third-party organizations to build technologies on top of Apple’s, making it increasingly difficult for individuals to switch to a different operating system. What\u2019s more, the apps can be a valuable selling point. Consider the new social media app Clubhouse, which was only available on iOS for months, leaving Android users out.<\/p>\n\n\n\n Google Cloud’s partner ecosystem, known as Partner Advantage, comprises thousands of vetted partners from various industries worldwide, all of whom offer services or products related to Google Cloud. Many of these partners have received additional validation bypassing Google’s own certification and becoming ‘Google Cloud certified.’<\/p>\n\n\n\n Google’s open platform enables potential partners to extend Google’s products and develop new solutions and opportunities for Google’s customers. This can range from ready-made solutions to app development, cloud migration assistance, data analytics, or assistance with Cloud strategy.<\/p>\n\n\n\n Google’s partner ecosystem then serves as a resource for consumers, who can search through Google’s partners to find the best solution for their needs.<\/p>\n\n\n\n The Amazon Web Service (AWS) partner ecosystem is a network of partners who use Amazon Web Service (AWS) to create new solutions and services for customers. As a result, partners can expand the platform’s capabilities and create new opportunities.<\/p>\n\n\n\n The ecosystem, known as the AWS Partner Network (APN), comprises tens of thousands of organizations operating worldwide. These partners are an invaluable resource for customers who require assistance with AWS implementation, management, or customization. As a result, they’re a valuable resource for AWS, allowing it to broaden its reach and meet the needs of new markets.<\/p>\n\n\n\n The AWS partner ecosystem seeks to maximize the opportunity presented by these partners by providing technical and marketing support. They assist their partners in developing, marketing, and selling even better solutions, benefiting both parties.<\/p>\n\n\n\n Other examples include well-known names, such as<\/p>\n\n\n\n A partner ecosystem can be powered by various types of software, depending on the specific needs of the ecosystem. <\/p>\n\n\n\n The most common ones are:<\/p>\n\n\n\nWhat types of partners create an ecosystem?<\/h2>\n\n\n\n
Marketing Partners<\/h2>\n\n\n\n
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Distribution partners<\/h2>\n\n\n\n
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Technology partners<\/h2>\n\n\n\n
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How is a partner ecosystem different from a partner program?<\/h2>\n\n\n\n
What Are the Advantages of Having a Partner Ecosystem?<\/h2>\n\n\n\n
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Are Partner Ecosystems Effective?<\/h2>\n\n\n\n
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11 Excellent Examples of Partner Ecosystems<\/h2>\n\n\n\n
The Apple App Store<\/h3>\n\n\n\n
Google Cloud Partner Ecosystem <\/h3>\n\n\n\n
AWS Partner Ecosystem<\/h3>\n\n\n\n
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What Software Powers a Typical Partner Ecosystem?<\/h2>\n\n\n\n
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